Mm.

Uh, like, do we want to be on your surface so you have your telemetry to tell you how the customers are interacting with your system.

So I mean, it's not that C-suite people don't understand it.

It's, it's the different vectors that we have to put into the product understanding and say, "Hey, like, these are the different vectors, and this is the risk involved in each of them." Cost perhaps is the least.

The effort is the least at this point.

It's just the risk that we need to be thinking about.

If we lose the trust with the customers, and that's the end of the story, it takes a lot of time to get back that trust again.

Mm-hmm.

Yeah.

So I've seen how problems keep repeating themselves and how technology solves them in different ways much more effectively over the time.

At the moment, I'm a head of engineering in ATG Entertainment, leading in the platform and AI enablement, and the agentic commerce enabling in the product.

So it's a journey that I'm going through where I'm exploring and learning a lot of stuff myself, uh, and seeing how the company can get the benefits and the business impact using the AI and the agentic commerce aspects of it.

Mm.

Uh, like, do we want to be on your surface so you have your telemetry to tell you how the customers are interacting with your system.

So I mean, it's not that C-suite people don't understand it.

It's, it's the different vectors that we have to put into the product understanding and say, "Hey, like, these are the different vectors, and this is the risk involved in each of them." Cost perhaps is the least.